Interacting with audiences is found to be the most effective way of reaching consumers through online advertising, with new research from rich media advert company, PointRoll, claiming that rich media adverts are stronger performers than other online adverts.
According to the study, over 80% of online advert creators said that they agreed that these adverts yielded stronger performance, and only 3% disagree.
Video was found to be the most common feature for rich media adverts, with 79% of respondents including it in the ads they work on. Data collection was shown to be almost as popular at 75%, with about one-half of people polled saying they included polling/surveys or games in their ads.
Branding was cited by 42% of respondents as the most important goal of rich media adverts, while almost 30% confirmed it as the second most important goal.
Internet advertising expenditure worldwide continues to rise at a healthy rate, with the latest figures from the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) showing the medium to have reached a new record, totalling $5.8 billion an increase of 26% compared to the same period last year (see Record Online Adspend For First Half Of 2005).
The strong performance of the medium is echoed in the UK, with the UK IAB and PwC revealing online adspend to have hit £490.8 million in the first half of 2005, forecasting it to pass £1 billion by the end of the year (see UK Online Adspend To Pass £1 Billion).
The latest forecasts released by ZenithOptimedia claim that internet revenue will increase at three times the rate of all other media, with the agency revising its projections upwards by 0.3% points to 5% for 2005 (see Zenith Revises Global Adspend Up To 5.2% For 2005).
Related Links
